Land Rover entered production in 1948 with what was later termed the Series I. This was launched at the Amsterdam Motor Show. It was originally designed for farm and light industrial use, and had a steel box-section chassis, and an aluminum body.

Land Rover Series II

The successor to the successful Series I was the Series II, which saw a production run from 1958 to 1961. It came in 88 in (2,200 mm) and 109 in (2,800 mm) wheelbases (normally referred to as the 'SWB' and 'LWB'). This was the first Land Rover to receive the attention of Rover's styling department- Chief Stylist David Bache produced the familiar 'barrel side' waistline to cover the vehicle's wider track and the improved design of the truck cab variant, introducing the curved side windows and rounded roof still used on current Land Rovers. The Series II was the first vehicle to use the well-known 2.25 litre petrol engine, although early short wheelbase (SWB) models retained the 52 hp (39 kW) 2.0 litre petrol engine from the Series I for the first 1,500 or so vehicles. This larger petrol engine produced 72 hp (54 kW) and was closely related to the 2.0 litre diesel unit still in use. This engine became the standard Land Rover unit until the mid-1980s when diesel engines became more popular.

There was some degree of over-lap between Series I and Series II production. Early Series II 88-inch (2,200 mm) vehicles were fitted with the old 2 litre petrol engine to use up existing stock from production of the Series I 107-inch (2,700 mm) Station Wagon continued until late 1959 due to continued demand from export markets and to allow the production of Series II components to reach full level.

Land Rover Series IIA

The SII and the SIIA are very difficult to distinguish. There were some minor cosmetic changes, but the most significant change was under the bonnet in the guise of the new 2.25 litre Diesel engine. Body configurations available from the factory ranged from short wheelbase soft top to the top of the line five-door Station Wagon. From February 1969 the headlamps moved into the wings on all models, and the sill panels were redesigned to be shallower a few months afterwards.

The Series IIA is considered by many the most hardy Series model constructed. It is also the type of classic Land Rover that features strongly in the general public's perception of the Land Rover, from its many appearances in popular films and television documentaries set in Africa throughout the 1960s, such as Born Free. In February 1968, just a few months after its manufacturer had been subsumed, under government pressure, into the Leyland Motor Corporation, the Land Rover celebrated its twentieth birthday, with total production to date just short of 600,000, of which more than 70% had been exported. Certainly it was whilst the Series IIA was in production that sales of utility Land Rovers reached their peak, in 1969-70, when sales of over 60,000 Land Rovers a year were recorded. As well as record sales, the Land Rover dominated many world markets- in Australia in the 1960s Land Rover held 90% of the 4x4 market.

Land Rover Series III

The Series III had the same body and engine options as the preceding IIa, including station wagons and the 1 Ton versions. Little changed cosmetically from the IIA to the Series III. The Series III is the most common Series vehicle, with 440,000 of the type built from 1971 to 1985. The headlights were moved to the wings on late production IIA models from 1968/9 onward (ostensibly to comply with Australian, American and Dutch lighting regulations) and remained in this position for the Series III. The traditional metal grille, featured on the Series I, II and IIA, was replaced with a plastic one for the Series III model. The 2.25 litre engine had its compression raised from 7:1 to 8:1, increasing the power slightly (the high compression engine had been an optional fit on the IIa model for several years). During the Series III production run from 1971 until 1985, the 1,000,000th Land Rover rolled off the production line in 1976. The Series III saw many changes in the later part of its life as Land Rover updated the design to meet increased competition. This was the first model to feature synchromesh on all four gears, although some late H-suffix SIIA models (mainly the more expensive Station Wagons) had used the all-synchro box. In keeping with early 1970s trends in automotive interior design, both in safety and use of more advanced materials, the simple metal dashboard of earlier models was redesigned to accept a new moulded plastic dash. The instrument cluster, which was previously centrally located, was moved to the driver's side. Long-wheelbase Series III vehicles had the Salisbury rear axle as standard, although some late SIIA 109-inch vehicles had them too.

In 1980 the 4-cylinder 2.25 litre engines (both petrol and diesel) were updated with five-bearing crankshafts to increase strength in heavy duty work. At the same time the transmission, axles and wheel hubs were re-designed for increased strength. This was the culmination of a series of updates to the transmission that had been made since the 1960s to combat the all-too-common problem of the rear axle half-shafts breaking in heavy usage. This problem was partly due to the design of the shafts themselves. Due to the fully-floating design of the rear wheel hubs, the half shafts can be removed very quickly without even having to jack the vehicle off the ground. The tendency for commercial operators to overload their vehicles exacerbated this flaw which blighted the Series Land Rovers in many of their export markets and established a reputation that continues in many markets to the present day. This is despite the 1982 re-design (mainly the changing of the driveshafts from 10 driving-splines to 24 to reduce stress) all but solved the problem.